The QR Code Debate: Should You Include One on Your Next Postcard?

QR codes have become almost expected in marketing. They appear on menus, packaging, signs, and mail. Because they’re so common, many businesses assume they belong on every postcard.

That assumption is usually where problems start.

A QR code is not automatically helpful. It’s a tool. Like any tool, it only works when it has a clear job to do.

Why QR Codes Took Off in the First Place

Smartphones made scanning simple. No special apps. No learning curve. During the pandemic, QR codes became an easy bridge between physical spaces and digital information.

That convenience stuck.

In the right situation, a QR code removes friction. It gives someone quick access to more details without asking them to type, search, or remember a URL. When that’s the role it’s meant to play, it can work very well.

When a QR Code Supports a Postcard

QR codes tend to be most effective when the postcard itself is doing one clear job, but the next step requires more space.

For example, a postcard announcing an event, introducing a service, or inviting someone to learn more often benefits from a QR code that leads to a focused landing page. In those cases, the code doesn’t compete with the message. It continues it.

QR codes can also make sense when tracking is part of the goal. Sending readers to a specific page tied to a specific campaign can provide insight into response. Tracking can be useful, but only when it aligns with what the reader actually wants to do next.

In these situations, scanning feels natural. The reader understands why the QR code is there and what they’ll get by using it.

When a QR Code Gets in the Way

Problems arise when QR codes are added without a clear purpose.

We often see postcards where the QR code becomes the most prominent element, even though it isn’t the most important one. When that happens, it pulls attention away from the core message instead of supporting it.

QR codes also struggle when the destination isn’t well thought out. Sending someone to a generic homepage or a cluttered page creates friction rather than removing it. The extra step feels unnecessary, and the scan never happens.

Another common issue is assuming a QR code will fix weak messaging. It won’t. If the postcard isn’t clear or compelling on its own, adding a QR code doesn’t improve the outcome.

What a QR Code Cannot Do

A QR code cannot replace clarity.

It can’t explain a confusing offer.
It can’t make an unfocused message stronger.
It can’t compensate for a design that doesn’t guide the eye.

When QR codes are treated as a shortcut, they tend to underperform. When they’re treated as a support tool, they can add value.

A Better Question to Ask

Instead of asking, “Should we include a QR code?” a better question is, “What do we want the reader to do next?”

If the answer involves learning more, signing up, or accessing information that doesn’t fit comfortably on the postcard, a QR code may be helpful.

If the answer is simple, such as calling, visiting a location, or remembering your business name, a QR code may not be necessary at all. Choosing not to include one is still a decision, and sometimes it’s the smarter one.

A Thoughtful Choice Beats a Trend

QR codes aren’t good or bad. They’re situational.

When they support a clear message and a clear next step, they work. When they’re added out of habit, they often get ignored.

The smartest mail pieces make decisions based on the reader, not the trend. That’s how print continues to stay relevant and effective.

When Size Matters: Choosing the Right Postcard Dimensions for Your Goal

Postcard size is one of those decisions that looks simple until it isn’t.

On the surface, it feels like a design choice. In practice, size affects almost everything that follows: postage, printing efficiency, mail handling, layout flexibility, and even how confidently your message is received. It’s also one of the easiest places for costs to creep up quietly if decisions are made out of order.

If you’re planning a postcard mailing, this is the context that helps size become a strategic choice rather than a guess.

The Postcard Sizes Seen Most Often (and Why)

While postcards can technically be produced in many dimensions, a relatively small group of sizes shows up again and again.

That’s not an accident. These formats tend to work well with presses, mail systems, and real-world messaging needs.

The Classic 4 x 6 Postcard

It remains popular because it’s familiar, efficient, and easy to produce.

It works best when the message is short and direct, such as reminders, simple announcements, or event notices. Its downside is visibility. In a stack of mail, it doesn’t fight for attention.

Slightly larger options like 4.25 x 5.5 offer a modest upgrade.

They still feel compact, but give designers a bit more breathing room.

Businesses often choose this size when they want something that feels more intentional than the smallest standard, without increasing costs significantly.

Mid-Sized Postcards

Moving into mid-sized postcards changes how a piece is read.

Sizes like 5 x 7 and 5.5 x 8.5 allow for stronger headlines, clearer imagery, and more comfortable spacing. These formats are often used for promotions, service highlights, and general awareness campaigns because they balance readability and efficiency.

Larger Postcards

Once you reach larger formats, such as 6 x 9 or 6 x 11, visibility becomes a defining feature.

These postcards are harder to miss and tend to stay in hand longer. They’re commonly used for acquisition efforts, seasonal campaigns, or messages where impact matters. At this point, however, size decisions begin to influence postage and production more noticeably.

Jumbo formats, including 8.5 x 11, create the strongest presence of all. They also require the most planning. These sizes make sense when the message justifies the cost and when the mailing strategy has been carefully thought through.

Why Size Has Such a Strong Impact on Cost

Most businesses expect larger postcards to cost more to print. What surprises many is how often size affects postage even more than printing.

Classification

Postal pricing isn’t based on how your piece looks. It’s based on classification.

A postcard that fits within certain size and thickness parameters can qualify for postcard rates. Cross those thresholds, even slightly, and the same piece may be mailed as a letter instead. That change alone can significantly alter the total campaign cost.

Mailability

Mailability is also influenced by factors people don’t always associate with size.

Thickness, rigidity, coatings, and finishes can affect whether a postcard moves smoothly through postal equipment. A design choice that seems cosmetic can quietly change how the piece is processed.

Printing Efficiency

Printing costs are shaped by efficiency.

Printers don’t just look at surface area. They look at how many postcards fit on a press sheet, how much paper is wasted, and how many cutting and handling steps are required. Two postcards that look similar in size can be priced very differently simply because one fits production workflows better than the other.

Mailing Prep

Mail preparation adds another layer.

Address placement, sorting, automation compatibility, and list processing all interact with format. These steps are smoother when size decisions are made early instead of being forced after design is complete.

Choosing Size Based on What You Want the Piece to Do

The most reliable way to choose a postcard size is to start with intent rather than aesthetics.

• When speed and simplicity matter most, smaller formats usually make sense. They move quickly from idea to mailbox and keep messaging focused.


• When readability and visibility matter, mid-sized postcards tend to perform well. They give the message room to breathe without pushing costs unnecessarily.


• When the goal is to command attention, larger formats can be effective, but only when the message, timing, and budget support that choice. Bigger does not automatically mean better. It means more noticeable, which is only valuable when noticeability serves the goal.

Design and Postal Details That Are Easier to Handle Early

Some of the most frustrating delays in postcard projects happen late, when size decisions collide with mailing requirements.

Address and barcode placement must follow postal guidelines, which influence how the back of a postcard is designed. Bleeds, trim, and safe areas matter more as formats get smaller. Finishes like coatings or rounded corners can add visual appeal, but they also add production steps and may influence how the piece is processed.

These aren’t reasons to avoid certain sizes. They are reasons to plan them thoughtfully.

Where Size Decisions Commonly Go Wrong

Many size-related problems stem from sequence.

Design is started before the mailing class is confirmed. A format is chosen for visual reasons without considering how it will be mailed. Content is written without regard for how much space is actually needed for clarity.

The most costly mistakes tend to be subtle. A postcard that could have been mailed at postcard rates ends up priced as a letter. A large format is chosen when better spacing would have achieved the same effect. A small piece is overloaded with content, making it hard to read.

These issues are avoidable when size is treated as a strategic decision instead of a finishing detail.

A More Reliable Way to Decide

The simplest way to approach postcard sizing is to slow the decision down just enough to ask the right questions.

• What is the goal of the mailing?


• How will the message be read?


• How will it be mailed?


• How efficiently will it print?

A knowledgeable printing company helps answer those questions before design begins. That guidance protects budgets, reduces revisions, and keeps projects moving smoothly.

There is no single postcard size that works best for every campaign. The right size is the one that aligns purpose, message, budget, and mailing requirements.

When those elements work together, postcards feel intentional. They mail correctly, print efficiently, and support the message instead of competing with it. That’s when size stops being a guessing game and starts being an advantage.

When Less Space Forces Better Messaging

A business owner came in with a rough draft and an apology.

“I know this is a lot,” they said, sliding a page across the counter. “But I don’t know what to cut.”

The page was full. Headlines, subheads, paragraphs, bullet points. Every service they offered. Every reason they thought someone might choose them. None of it was wrong. It was just… everything.

They wanted to use a small mail piece. Something simple. Something easy to send. But as they looked at the space, the anxiety crept in.

What if people don’t understand what we do?
What if we leave something important out?

It’s a conversation we’ve had many times.

The Moment Everything Changes

Instead of talking about fonts or layout, we asked one question:

“What’s the one thing you want someone to remember after they read this?”

There was a pause.

Then another.

Eventually, they said it. One clear idea. One problem they solved better than anyone else. Suddenly, the rest of the content felt less urgent.

Not useless. Just not necessary right now.

What Happens When You Can’t Say Everything

Once the space was limited, the decisions became clearer.

There was no room for long explanations, so the message had to be confident.
There was no room for multiple offers, so the focus had to be intentional.
No room for competing headlines, so one had to carry the weight.

What surprised them most was how relieving it felt.

Instead of defending their business with words, the piece simply stated who it was for and why it mattered.

The Finished Piece Looked Almost Too Simple

One headline.
A short supporting line.
A clear next step.

At first glance, it felt unfinished to them.

But then something interesting happened.

People read it.

They didn’t skim past it. They didn’t look confused. They didn’t ask for clarification. They understood the message quickly and moved on, knowing exactly what the business did best.

They didn’t need to explain themselves anymore.

Why This Happens More Often Than You’d Think

When businesses have unlimited space, they often use it to explain. When space is limited, they’re forced to decide.

That decision-making is where clarity lives.

The pieces that feel most confident are rarely the ones with the most content. They’re the ones where someone had the discipline to choose what mattered most and trust the reader to take it from there.

A Clear Message Has Room to Breathe

You don’t need to tell your whole story at once.

Sometimes the most effective message is the one that says one thing clearly, at the right moment, and leaves room for the next conversation.

That’s what small formats do best.
They don’t ask you to say less because you have to.
They ask you to say less because it works.

The Postcard Advantage: Fast, Focused, and Hard to Ignore

Marketing tends to slow down when it gets complicated.

The more options businesses feel they need to consider, the longer decisions take and the harder it becomes to stay consistent. That’s one reason postcards continue to earn their place in modern marketing. They remove friction, shorten timelines, and make it easier to stay visible without overthinking every move.

Postcards aren’t about doing more. They’re about doing what works, faster.

Speed Matters More Than Ever

One of the biggest advantages of postcards is how quickly they move from idea to mailbox.

There’s no envelope to design, no multi-page layout to review, and no long approval cycle. That speed matters when timing is important, whether you’re promoting a seasonal offer, reminding customers you’re still there, or responding to a change in the market.

For example, a local restaurant announcing updated hours or a limited-time menu doesn’t need a long-form piece. A simple, well-timed postcard gets the message out while it’s still relevant.

Focus Makes Messages Stick

Postcards work because they force clarity.

With limited space, businesses are pushed to choose one message and say it well. That focus helps the reader understand the point quickly, without sorting through extra details.

We often see better response when a piece highlights a single service, event, or reminder instead of trying to cover everything a business offers. A home services company, for instance, might send one postcard focused solely on seasonal maintenance instead of listing every service they provide.

Physical Visibility Still Cuts Through

Digital marketing competes for attention on crowded screens. Postcards show up where fewer distractions exist.

They’re seen, handled, and often revisited, even if only briefly. That physical presence reinforces awareness in a way digital messages often struggle to match.

Retailers and service businesses alike use postcards as reliable reminders, not just promotions. A quick note about an upcoming sale, appointment availability, or community event keeps the business top of mind without demanding a click or login.

Simple Formats Are Easier to Repeat

Consistency matters more than one perfect campaign.

Postcards make it easier to repeat a message over time because they’re affordable, flexible, and easy to adjust. Instead of waiting months to launch a large campaign, businesses can send smaller, more frequent touches that build familiarity.

A nonprofit might use postcards to support a larger fundraising effort, sending reminders or updates without the cost or complexity of a full mail package. Over time, those simple touches add up.

Why Printers Recommend Postcards So Often

From a production standpoint, postcards remove many of the bottlenecks that slow marketing down.

They’re quick to print, straightforward to mail, and adaptable across industries. More importantly, they help businesses act instead of waiting for everything to be perfect.

A good printing company helps guide choices around size, layout, and timing so postcards stay fast and effective. That partnership keeps marketing moving and reduces the chances of stalled campaigns.

A Smart Tool for Staying Visible

Postcards continue to work because they respect how people process information today. They’re quick to read, easy to understand, and hard to ignore.

For businesses looking to stay visible without adding complexity, postcards offer a practical advantage. When used thoughtfully and consistently, they remain one of the most dependable tools in print marketing.

5 Proven Ways to Make Your Next Mail Piece Impossible to Ignore

One thing we’ve learned after producing thousands of mail pieces is this:

Mail still works, and it works especially well when it’s planned with intention.

Some pieces get picked up immediately. Others barely get a glance. The difference usually isn’t the budget. It’s not luck either. It’s a series of smart decisions made before the piece ever goes to print.

If you want your next mail piece to earn attention in a busy mailbox, these five principles make the biggest difference.

1. Decide What the Piece Is Doing Before You Design It

Strong mail always has a job.

Is this piece meant to:

• Drive a call


• Bring people into a store


• Reintroduce your business


• Remind past customers you’re still there

Problems start when one piece tries to do all of that at once. When the goal is unclear, the message gets cluttered, and the reader doesn’t know where to focus.

The most effective mail pieces are built around one outcome. Once that’s clear, every design and content decision becomes easier and more purposeful.

2. Design for How People Actually Handle Mail

Mail is physical. It’s picked up, flipped over, stacked, and sorted quickly.

That’s why layout matters more than many people realize.

Well-performing mail pieces:

• Lead with a strong headline, not a logo


• Use visual hierarchy so the eye knows where to go first


• Break content into short, readable sections

This isn’t about minimalism for the sake of style. It’s about respecting how people process information when they’re moving fast. When the message is easy to scan, it’s more likely to be read.

3. Let Size and Format Do Some of the Work

Format is a strategic choice, not just a production detail.

A smaller piece can feel quick and familiar. A larger piece creates presence and signals importance. Neither is better by default. What matters is alignment with the message.

This is where using an experienced printing company adds value. We see firsthand how different sizes affect visibility, cost, and response. Choosing the right format often does more to improve results than changing the offer itself.

4. Speak to a Specific Reader, Not Everyone

Mail works best when it feels intentional.

That doesn’t always mean full personalization, but it does mean relevance. A piece written for “anyone” rarely connects with anyone.

Effective mail:

• Addresses a specific need or situation


• Uses language the audience recognizes


• Feels timely and appropriate

Even small adjustments, such as regional references or audience-specific messaging, can shift a piece from generic to meaningful.

5. Make the Next Step Obvious and Easy

Attention is only valuable if it leads somewhere.

A strong mail piece doesn’t leave the reader guessing what to do next. The action should be clear, simple, and easy to complete.

Whether that’s calling, visiting a website, or stopping by a location, the goal is to remove friction. When the next step feels manageable, response goes up.

Why These Details Matter

Mail doesn’t need to be loud to be effective. It needs to be thoughtful.

When businesses take the time to clarify their message, choose the right format, and design with the reader in mind, mail becomes one of the most reliable ways to stay visible and remembered.

That’s also why working with a knowledgeable printing company matters. A good printer helps you think through these decisions before production, so your message has the best chance to succeed once it hits the mailbox.

If you’re planning a mailing this year, these five principles are a strong place to start.